Background
In the autumn of 2025, Sword of Justice Online Mobile launched a major promotional campaign for its official open beta in Japan. Centering on localized feature content, STARROAD helped this Chinese wuxia MMO build a comprehensive, full-domain propagation matrix through an integrated online-and-offline model combining "an online multi-platform creator matrix co-creation" with "offline landmark LED screens in core business districts," achieving deep audience penetration and an explosion of overseas brand noise.
Challenges
- Cultural Gap & Genre Acceptance: The wuxia MMO genre faces a cognitive barrier in the Japanese market due to significant cultural background differences. How to translate it into localized expressions that local players can easily understand and find appealing?
- Top-Tier Resource Matching & High-Standard Cross-Border Execution: It was necessary to efficiently coordinate top Japanese local resources across diverse verticals within a short timeframe—including VTubers, national-level IPs, million-follower Cosplayers, and top influencers—to complete high-quality content co-creation and promotional synergy.
STARROAD Solutions
STARROAD connected online propagation matrices with offline scenario synergy, providing full-link overseas integrated marketing support:
Multi-Platform Localized KOL & Creator Ecosystem Co-Creation:
Using YouTube, X, and TikTok as core battlegrounds, negotiated and collaborated with over 100 local KOLs, including game strategy bloggers, TikTok dance creators, and over 200 high-quality illustrators. Co-creating nearly 100 customized video assets.
Core Business District Landmark Check-Ins & Offline Immersive Scenes:
Precisely targeted landmark super-LED screens—such as HIT VISION in Shibuya's Central Street and 747 Y's VISION in Shinjuku Kabukicho—for high-frequency ad placements, combined with influencer offline check-in interactions to build an immersive offline propagation scene.
Results
- Seizing 10M+ Offline Foot Traffic: The synergy between landmark LED screens and influencer check-in events generated an overall offline reach of over 10 million people, successfully capturing the attention of core urban crowds.
- Deep Full-Domain Online Penetration: Total exposure across all platforms for derivative content approached 10 million views, effectively breaking through the overseas cultural barrier for the wuxia genre and setting a benchmark case for Chinese wuxia MMOs expanding into Japan.
